Calculating the total cost to acquire a new customer.
: StephanSorger.com offers a "Master Content Table" including links to sample chapter PDFs (such as Chapter 1 Introduction ), PowerPoint slides, and downloadable datasets for case studies.
Stephan Sorger’s "Marketing Analytics: Strategic Models and Metrics" is an essential guide for anyone looking to master the analytical side of marketing. By understanding the strategic models and metrics presented in this book, marketers can move from intuition-based decisions to data-driven insights, ensuring their marketing budget is used effectively to drive business growth.
1. Introduction to Marketing Analytics: Strategic Models and Metrics Calculating the total cost to acquire a new customer
Understanding a company’s sales relative to the total industry sales.
A model that uses historical data points collected at regular intervals to forecast future demand, accounting for seasonality and cyclical trends. Critical Marketing Metrics to Track
Identify the specific problem (e.g., declining customer retention or inefficient ad spend) before analyzing the data. By understanding the strategic models and metrics presented
The "models" in the book's title refer to simplified representations of reality used to solve specific marketing problems. Sorger introduces a range of powerful models, including:
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Sorger defines marketing analytics as the application of techniques and tools—specifically (decision tools like spreadsheets) and metrics (key performance indicators)—to provide actionable insight. The book is built around a practical methodology to help marketers quantify their efforts and justify budgets to the C-suite. A model that uses historical data points collected
Marketing analytics is the practice of measuring, analyzing, and interpreting data to understand the effectiveness of marketing campaigns and strategies. It involves using various tools and techniques to collect and analyze data, identify trends and patterns, and make data-driven decisions to optimize marketing efforts. Marketing analytics is a critical component of modern marketing, and businesses that leverage data-driven insights are more likely to succeed in today's competitive market.
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"Marketing Analytics: Strategic Models and Metrics" is a comprehensive guide designed for both marketing students and practicing professionals who want to leverage data for better decision-making. The book is widely recognized and was even the .
By leveraging these resources and applying the concepts and strategies outlined in "Marketing Analytics: Strategic Models and Metrics," businesses can make data-driven decisions and drive better marketing results.